Market Research Logo

The U.S. Gay and Lesbian Market, 4th Edition


Attention: There is an updated edition available for this report.

Now in its 4th edition, this Packaged Facts report provides a brand-new analysis of the demographic profile, consumer behavior, and purchasing power of the estimated 15 million gay men and lesbians in the United States. The first section of the report consists of an in-depth analysis of key characteristics of the gay and lesbian population, including age, income, and family structure. The next section provides an overview of gay and lesbian consumer attitudes and behavior and a chapter on key segments of the gay market, including gay men, lesbians, couples with and without children, and seniors. An analysis of media usage and an assessment of marketing and advertising trends in the gay and lesbian market are provided. The last section of the report includes a projection of the buying power of gay and lesbian consumers through 2008 and an analysis of key market trends and opportunities.

As the “Will & Grace” generation continues to drive American society in the direction of more tolerance and acceptance of diversity, the gay community is experiencing dramatic change. For example, more and more younger gays are living couple- and child-centered lives that lead them to focus their priorities on home and family. At the same time, the aging of gay Baby Boomers will result in a much higher percentage of seniors than previously seen in the gay and lesbian population. These and other ongoing shifts within the gay and lesbian market will require flexibility and creativity on the part of marketers seeking to capture a portion of this $583 billion market.

Report Methodology
The information in The U.S. Gay and Lesbian Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in ethnic market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 20 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

About our Editorial Partners
Once again, The U.S. Gay and Lesbian Market features the expert insight of Witeck-Combs Communications, Inc. (http://www.witeckcombs.com), the PR agency with the nation's leading practice in gay and lesbian marketing.

What You’ll Get in this Report
Discover the latest research on where gay men and lesbians live, how much they earn, and what they buy. Find out how your company can win the loyalty of gay and lesbian consumers. Understand key differences in the consumer behavior of gay men and lesbians. Learn about the powerful impact of the Internet among gay and lesbian consumers.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is interested in reaching a market estimated to be worth more than $580 billion, you will find this report invaluable, as it provides a comprehensive package of information and insight about gay men and lesbians not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the gay and lesbian population. Contributing to that understanding will be a complete analysis of data from published and trade sources, including unique data and insight from Witeck-Combs, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for gay and lesbian consumers.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the gay population.
  • Advertising agencies to develop messages and images that compel gay men and women to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


Chapter 1 Executive Summary

  • Introduction
    • Background
    • Overview of Report

  • Scope and Methodology
    • Market Definition
    • Methodology

  • Current Population Trends
    • Gay and Lesbian Population Nears 15 Million
    • Self-Identified Gay Men More Prevalent
    • Gay Population Skews Younger
    • Gay Population Geographically Concentrated
    • Residential Patterns of Gay Men and Lesbians Differ
    • Gay Men More Likely to Live in Gay Neighborhoods

  • Economic and Social Profile
    • Income Levels Analyzed
    • Census 2000 Reveals Income Data for Gay Men and Lesbians
    • Couples’ Educational Achievement Analyzed
    • Research Reveals Distinct Employment Patterns
    • Many Gays in Committed Relationships
    • Polls Show Increasing Tolerance
    • Younger Generation less Concerned about Gay Marriage

  • Overview of Consumer Behavior
    • Gay-Friendly Corporate Policies Key Draw for Gay and Lesbian Consumers
    • Gay Consumers Relate to Gay Sales Persons
    • Gays Depend on the Internet
    • Gay Consumers More Likely to Buy Online
    • Internet Leading Source of Information about Products and Services
    • Gays Are Frequent Travelers
    • Gay Auto Buyers Value Style and Design
    • Gays More Likely to Own Personal Electronic Products
    • Redecorating a Higher Priority than Renovating
    • Gays More Likely to Seek Out-of-Home Entertainment

  • Key Consumer Segments
    • Gay Men More Attuned to Gay Media
    • Gay Men Seen as Strong Shoppers
    • Gay Men Are Early Adopters
    • Lesbian Consumers Have Above-Average Incomes
    • Lesbians Remain Invisible Consumer Segment
    • Seniors Will Comprise Increasingly Large Segment of Gay Population
    • New Possibilities Arise for Gay and Lesbian Seniors

  • Gay and Lesbian Families
    • Same-Sex Union Announcements Get Wider Play in Media
    • Number of Companies Offering Domestic-Partner Benefits Continues to Grow
    • Per Capita Income Higher
    • Census Counts Children in One in Four Gay Households
    • Gay Families Include Many Stay-at-Home Dads
    • Gay Marriages and Commitment Ceremonies Spark Marketers’ Interest
    • Gay Families Create New Consumer Segment

  • Media Usage
    • Print Media Valued Highly
    • Gay Print Media Seen as Cost-Effective Advertising Vehicle
    • Premium Cable Networks Favored
    • Gay Characters and Themes Now Common on Mainstream Television
    • Number of Gay Television Outlets Reaches Critical Mass
    • Top Radio Formats Listed
    • Gays Turn to Online Media

  • Marketing and Advertising Trends
    • Gay Pride Events Offer High-Profile Opportunities
    • Ad Industry Sees Profound Shift
    • New Media Outlets Will Increase Efficiencies in Reaching Gay Audience
    • Auto Industry Sharpens Focus on Gay Market
    • Firms Target Early Adopters in Gay Market

  • Size and Growth of the Market
    • Gay and Lesbian Buying Power Totals $581 Billion
    • Buying Power of Gay Men Reaches $337 Billion, Lesbians $244 Billion
    • Leading Metro Markets Listed

  • Trends and Opportunities
    • “Will & Grace” Generation Will Continue to Drive Shifts in Attitudes toward Gays
    • Younger Generation of Gays Begins to Have Impact
    • Under-25 Gays May Eventually Shift Direction of Gay & Lesbian Marketing
    • Growing Prominence of Gay Market Reflects Trend toward Micromarketing
    • Precise Segmentation Required to Take Advantage of Gay and Lesbian Market Opportunities
    • Possibilities Created by Moving Beyond Stereotypes

Section 1 The Gay and Lesbian Population Today
Chapter 2 Current Population Trends

  • Overview
    • Population and Market Defined
    • Data Sources Reviewed

  • Size and Growth of Population
    • Key Assumptions Highlighted
    • Gay and Lesbian Population Nears 15 Million
    • Table 2-1: Projected Growth of Total U.S. and Gay and Lesbian Population 18 Years Old and Over, 2004-2009

  • Gender
    • Self-Identified Gay Men More Prevalent
    • Number of Gay Men Totals 8.7 Million
    • Table 2-2: Projected Growth of Total U.S. and Gay and Lesbian Population 18 Years Old and Over, by Gender, 2004-2009

  • Age Structure
    • Gay Population Skews Younger
    • Table 2-3: Population of Gay Men by Age Group
    • Gay Men Over-represented in Younger Age Brackets
    • Table 2-4: Gay Men as Percent of Male Population as a Whole, by Age Group

  • Geographic Distribution
    • Gay Population Geographically Concentrated
    • Table 2-5: States with Largest Gay and Lesbian Populations
    • Some States Have Above-Average Gay and Lesbian Population
    • Table 2-6: Ranking of States, Gay and Lesbian vs. General Population
    • Residential Patterns of Gay Men and Lesbians Differ
    • Table 2-7: Top 10 States, Gay Men vs. Lesbians
    • Table 2-8: Top 10 Counties, Gay Men vs. Lesbians
    • Lesbians Likely to Live in More Rural States
    • Table 2-9: Percent of Females in Population in Selected States, Lesbian Couples vs. Population as a Whole
    • Men More Likely to Choose Cities
    • Table 2-10: Percent of Females in Population in Selected Metropolitan Areas, Lesbian Couples vs. Population as a Whole
    • Lesbians less Likely to Live in Big Cities
    • Figure 2-1: Selected Residential Patterns, Lesbians vs. Gay Men
    • Table 2-11: Top 10 Metropolitan Statistical Areas, Gay Men vs. Lesbians
    • Suburbs More Common Destination for Lesbians Living in Metro Areas
    • Table 2-12: Residential Patterns of Lesbian Couples in San Francisco Bay and Los Angeles Metropolitan Areas
    • Table 2-13: Residential Patterns of Lesbian Couples in Chicago Metropolitan Area
    • Table 2-14: Residential Patterns of Lesbian Couples in New York Metropolitan Area
    • Gay Men More Likely to Live in Gay Neighborhoods

  • Race and Ethnicity
    • Gay and Lesbian Population Reflects Racial and Ethnic Profile of America
    • Racial and Ethnic Profile at State Level Analyzed
    • Table 2-15: Percent of White Households in States, Gay & Lesbian vs. All Households
    • Gay Couples in Major Metro Areas Are less Diverse than Average
    • Table 2-16: Percent of White Households in Major Metropolitan Areas, Gay & Lesbian vs. All Households

Chapter 3 Economic and Social Profile

  • Economic Status
    • New Studies Explore Income Levels of Gay Men and Lesbians
    • Census 2000 Reveals Income Data for Gay Men and Lesbians
    • Homeownership Rates Lower
    • Gay-Male Couples Live in Expensive Urban Housing

  • Educational Achievement
    • Educational Levels Equal or Exceed General Population’s
    • Couples’ Educational Achievement Analyzed

  • Employment Patterns
    • Research Reveals Distinct Employment Patterns for Gays and Lesbians
    • Self-Employment More Common
    • New Chamber to Represent Gay and Lesbian Business Owners

  • Household and Family Structure
    • Many Gays in Committed Relationships
    • Couples Account for Substantial Segment of Gay and Lesbian Population
    • Table 3-1: Gay Men and Lesbians, by Living Arrangement
    • Table 3-2: Gay and Lesbian Households, by Type of Household

  • Health Status
    • Gays Likely to Use Health-Care Services
    • Table 3-4: Visit to Doctor or Health-Care Professional in Last 12 Months, LGBT vs. Heterosexual Consumers
    • Table 3-5: Whether Health-Care Provider Is Aware of Sexual Orientation of LGBT Patients
    • Table 3-6: Withholding Information from Doctor by LGBT Patients
    • Health Insurance Less Common
    • Table 3-7: Whether Have Health Insurance, LGBT vs. Heterosexual Consumers
    • Table 3-8: Health Insurance Sources
    • Gays See Similar Health Risks
    • Table 3-9; Perception of Heath Risks, Gay & Lesbian vs. Heterosexual Consumers
    • Health Priorities Differ
    • Table 3-10: National Health Priorities
    • Internet Leading Source of Information about Health
    • Table 3-11: Sources of Health Information, LGBT vs. Heterosexual Consumers
    • Research Finds Mixed Health Profile

  • Social Profile
    • Gays Comprise Significant Voting Bloc
    • Participation in Organized Religion Less Common
    • Polls Show Increasing Tolerance
    • Increased Openness Key Factor in Change in Public Opinion
    • Civil Unions Less Controversial than Marriage
    • Younger Generation Less Concerned about Gay Marriage
    • Record Number of Fortune 500 Companies Adopt Anti-Discrimination Policies
    • Acceptance in Workplace Remains Mixed
    • Table 3-12: Attitudes toward Gay Employees, Gay Men and Lesbians vs. Heterosexuals
    • Many Gays Still Cautious at Work
    • Table 3-13: Openness about Personal Lives in the Workplace, Gay and Lesbian vs. Heterosexual Employees


Section 2 Understanding the Consumer Behavior of Gay Men and Lesbians

Chapter 4 Overview of Consumer Behavior

  • Key Factors Influencing Gay and Lesbian Consumer Behavior
    • Friendly Corporate Policies Key Draw for Gay and Lesbian Consumers
    • Table 4-1: Impact of Corporate Diversity Policies on Consumer Behavior, Gay and Lesbian vs. Heterosexual Consumers
    • Table 4-2: Reasons for Choosing One Brand over Another, Gay and Lesbian vs. Heterosexual Consumers
    • Boycotting More Common
    • Table 4-3: Boycotting Companies, Gay and Lesbian vs. Heterosexual Consumers
    • Table 4-4: Reasons for Boycotting Companies, Gay and Lesbian vs. Heterosexual Consumers
    • Gay Consumers Relate to Gay Sales Persons
    • Table 4-5: Impact of Identity of Sales Person on Purchasing Decisions, Gay and Lesbian vs. Other Consumer Groups

  • Gay Consumers and the Internet
    • Gays Depend on the Internet
    • Gay Consumers More Likely to Buy Online
    • Table 4-6: Top Activities on the Internet, LGBT vs. Heterosexual Consumers
    • Online Advertising Influences Gay Buying Decisions
    • Table 4-7: Influence of Online Advertising on Purchasing Decisions, LGBT vs Heterosexual Consumers
    • Internet Leading Source of Information about Products and Services
    • Table 4-8: Sources of Information about Products and Services, LGBT vs. Heterosexual Consumers

  • Travel
    • Travel-Related Web sites Most Often Used for Hotel Reservations
    • Table 4-9: Method for Booking Hotel Reservation, LGBT vs. Heterosexual Consumers
    • Gays Are Frequent Travelers
    • Criteria for Selection of Travel Service Providers Listed
    • Table 4-10: Reasons for Choosing Favorite Hotel Chain for Leisure Travel, Gay and Lesbian vs. Heterosexual Consumers
    • Table 4-11: Criteria for Selection of Hotels for Personal Travel
    • Table 4-12: Reasons for Choosing Favorite Airline, Gay and Lesbian vs. Heterosexual Consumers
    • Table 4-13: Reasons for Choosing Favorite Rental Car, Gay and Lesbian vs. Heterosexual Consumers
    • Budgets of Gay and Lesbian Travelers Less Impacted by Recession
    • Table 4-14: Mean Amount Expected to Be Spent for Travel by Category of Expenditure, Gay and Lesbian vs. Heterosexual Consumers, 2003 vs. 2001

  • Automotive
    • Vehicle Expenditures Significant
    • Figure 4-1: Average Annual Expenditures by Single Men and Women for Vehicle Purchases, by Age Group
    • Online Information Sources Used in Auto Purchases
    • Gay Auto Buyers Value Style and Design
    • Word-of-Mouth Also Important in Choosing a Vehicle
    • Table 4-15: Reasons for Choosing Favorite Car, Gay and Lesbian vs. Heterosexual Consumers

  • Technology and Consumer Electronics
    • Gays More Likely to Own Personal Electronics Products
    • Table 4-16: Ownership of Personal Electronics Products, Gay and Lesbian vs. Heterosexual Consumers
    • Table 4-17: Plans to Purchase Personal Electronics Products, Gay and Lesbian vs. Heterosexual Consumers
    • Digital Cameras High on List of Gay Consumers
    • Table 4-18: Ownership of Digital Cameras, Gay and Lesbian vs. Heterosexual Consumers
    • Factors in Choice of Electronics and Computer Brands Listed
    • Table 4-19: Reasons for Choosing Favorite Audio Electronic Brand, Gay and Lesbian vs. Heterosexual Consumers
    • Table 4-20: Reasons for Choosing Favorite Computer Hardware or Software Brand, Gay and Lesbian vs. Heterosexual Consumers Personal Care
    • Gays More Likely to Use Supplements
    • Table 4-21: Use of Supplements, Gay and Lesbian vs. Heterosexual Consumers
    • Table 4-22: Median Amount Spent on Supplements, Gay and Lesbian vs. Heterosexual Consumers
    • Use of Skin-care Products Differs
    • Table 4-23: Use of Skin-Care Products, Gay and Lesbian vs. Heterosexual Consumers
    • Table 4-24: Place of Purchase of Skin-Care Products, Gay and Lesbian vs. Heterosexual Consumers

  • Home
    • Redecorating a Higher Priority than Renovating
    • Table 4-25: Redecorating and Renovating Plans, Gay and Lesbian vs. Heterosexual Consumers
    • Home Purchase Plans Analyzed
    • Table 4-26: Home Purchase Plans, Gay and Lesbian vs. Heterosexual Consumers
    • Pets More Common
    • Table 4-27: Ownership of Household Pets, Gay and Lesbian vs. Heterosexual Consumers
    • Pets in Gay Households More Likely to Get Special Treats
    • Table 4-28: Purchase of Special Pet Snacks, Gay and Lesbian vs. Heterosexual Consumers

  • Other Industries and Products
    • Gays More Likely to Seek Out-of-Home Entertainment
    • Convenience Customer Service Most Important in Choice of Primary Bank
    • Table 4-29: Reasons for Choosing Primary Bank, Gay and Lesbian vs. Heterosexual Consumers
    • Word-of-Mouth Influences Choice of Discount Retailers
    • Table 4-30: Reasons for Choosing Favorite Discount Retailer, Gay and Lesbian vs. Heterosexual Consumers

Chapter 5 Key Consumer Segments

  • Gay Male Consumers
    • Key Facts about Gay Male Consumers Highlighted
    • Table 5-1: Key Facts about Gay Male Consumers
    • Gay Men More Attuned to Gay Media
    • Table 5-2: LGBT Usage of Gay Media
    • Gay Men More Likely to Participate in Community Events
    • Table 5-3: LGBT Participation in Gay and Lesbian Community Events
    • Gay Men Seen as Strong Shoppers
    • Gay Men Are Early Adopters
    • Figure 5-1: Average Annual Expenditures by Single Men for Consumer Electronics Equipment
    • Expenditure Patterns of Single Gay Men Analyzed
    • Table 5-4: Expenditures of Consumer Units of Single Males, by Age of Reference Person and Selected Expenditure Category, 2002

  • Lesbian Consumers
    • Key Facts about Lesbian Consumers Summarized
    • Table 5-5: Key Facts about Lesbian Consumers
    • Lesbian Consumers Have Above-Average Incomes
    • Figure 5-2: Annual Income, Lesbians vs. U.S. Women as a Whole, 2003
    • Lesbians Remain Invisible Consumer Segment
    • Lesbian Fashion Influence Seen as Unstereotypically Significant
    • Table 5-6: Expenditures of Consumer Units of Single Females, by Age of Reference Person and Selected Expenditure Category, 2002

  • Seniors
    • American Population Will Age Rapidly
    • Figure 5-3: Percent Growth in Population, Total U.S. vs. 65+ Population, 2000-2020
    • Seniors Will Comprise Increasingly Large Segment of Gay Population
    • Figure 5-4: Gay and Lesbian Population 50 Years Old and Over, 2004 vs. 2020
    • Gay & Lesbian Senior Population Reflects Environment
    • Table 5-7: Percent of Population 55 Years Old and Over in States, Gay & Lesbian Couples vs. All People
    • Table 5-8: Percent of Population 55 Years Old and Over in Selected Metropolitan Areas, Gay & Lesbian Couples vs. All People
    • Los Angeles County Has Largest Population of Mature Gay Couples
    • Table 5-9: Counties with Largest Number of Same-Sex Couples 55 Years Old and Over
    • Older Gay Couples Have Greatest Impact in San Francisco
    • Table 5-10: Same-Sex Couples 55 Years Old and Over Vs. All People 55 Years Old and Over, by County
    • Gay Men and Lesbians Begin to Focus on Planning for Old Age
    • Public Policy Diminishes Financial Flexibility of Gay Seniors
    • Gay Seniors Lack Traditional Support Networks
    • Many Are Heavily Involved in Caregiving
    • New Possibilities Arise for Gay and Lesbian Seniors
    • Developers Prepare for Gay and Lesbian Retirees
    • Numerous Retirement Communities on Drawing Board

Chapter 6 Gay and Lesbian Families

  • Introduction
    • Gay and Lesbian Families Achieve Greater Prominence
    • Gay and Lesbian Families Receive More Legal Protection
    • Legal Situation in State of Flux for Gay and Lesbian Families
    • Same-Sex Union Announcements Get Wider Play in Media
    • More Companies Offer Domestic-Partner Benefits
    • Business Cost Impact of Same-Sex Marriage Seen Minimal

  • Demographic Overview
    • Many Gay Couples Previously Married
    • Per Capita Income Higher
    • Gay and Lesbian Couples Are Younger
    • Census Counts Children in One in Four Gay Households
    • Figure 6-1: Percent of Households with Children, Gay & Lesbian vs. All Households
    • More Gays Raise Children
    • Table 6-1: Gay and Lesbian Households with Children
    • Wide Variations in Location of Gay & Lesbian Families with Children
    • Table 6-2: Percent of Households with Children by State, Gay & Lesbian vs. All Households
    • Table 6-3: Households in Major Metropolitan Areas by Presence of Children, Gay & Lesbian vs. All Households
    • Gay Families Include Many Stay-at-Home Dads

  • Strategic Implications
    • Gay Marriages and Commitment Ceremonies Spark Marketers’ Interest
    • Wedding Industry Takes Note
    • Gay Families Create New Consumer Segment

Section 3 Marketing to Gay Men and Lesbians
Chapter 7 Media Usage

  • Print Media
    • Print Media Valued Highly
    • Table 7-1: Use of Print Media, LGBT vs. Heterosexual Consumers
    • National Magazines Remain Important
    • Local Publications Are Vital Advertising Medium
    • Ad Spending in Gay Print Media Reaches $162 Million
    • Magazines Offer Advice for Gay Parents
    • New Titles Continue to Be Launched

  • Television and Radio
    • Premium Cable Networks Favored
    • Table 7-2: Use of Television, LGBT vs. Heterosexual Consumers
    • Viewing Habits Described
    • Gay Characters and Themes Now Common on Mainstream Television
    • “The L Word” Breaks New Ground
    • Gay-Themed TV Programs Do Well in Heartland of America
    • Number of Gay Television Outlets Reaches Critical Mass
    • Viacom and MTV Networks Launch LOGO
    • Other Gay TV Outlets Enter the Market
    • Talk Radio More Popular
    • Table 7-3: Use of Radio, LGBT vs. Heterosexual Consumers
    • Top Radio Formats Listed

  • Online Media
    • Gays Turn to Online Media
    • Table 7-4: Use of On-line Media, LGBT vs. Heterosexual Consumers
    • Table 7-5: LGBT Use of Gay Media, Online vs. Other

Chapter 8 Marketing and Advertising Trends

  • Overview of Marketing and Advertising Strategies
    • Gay Pride Events Offer High-Profile Opportunities
    • PepsiCo Takes First Step in 2004 Pride Parade
    • Ad Industry Sees Profound Shift
    • New Media Outlets Will Increase Efficiencies in Reaching Gay Audience
    • Studies Indicates “Gay Vague” Approach May Work Best
    • Celebrities Anchor Marketing and Advertising Campaigns
    • Pier 1 Turns to “Queer Eye” for New Spokesperson
    • Cartier Breaks New Ground

  • Automotive
    • Auto Industry Sharpens Focus on Gay Market
    • Long-Term Commitment to Gay and Lesbian Market Pays Off for Auto Manufacturers
    • Subaru Maintains Visibility
    • Ford Motor Company Seeks to Position Luxury Brands in Gay and Lesbian Market
    • General Motors Moves Slowly into Gay and Lesbian Market
    • Local Car Dealers Leverage National Campaigns

  • Technology and Consumer Electronics
    • Firms Target Early Adopters in Gay Market
    • Earthlink Looks to Gay Market
    • Gay Employees Take Lead for IBM
    • BellSouth Affiliates with Gay Pride Celebration
    • Adelphia Launches Gay Marketing Campaign

  • Travel and Tourism
    • Avis Allocates Ad Budget for Gay Consumers
    • Tourism Campaigns Seek Gay Visitors
    • Kimpton Hotels and Restaurants Attracts Gay Business Travelers

  • Other Products and Services
    • Miller Has Significant Advertising Budget for Gay Market
    • Del Monte Appeals to Gay Pet Owners

Section 4 Market Trends

Chapter 9 Size and Growth of the Market

  • Buying Power of Gay Men and Lesbians
    • Buying Power Used as Measure of Market Size
    • Gay and Lesbian Buying Power Totals $581 Billion
    • Table 9-1: Projected Growth in Total Gay and Lesbian Buying Power, 2004-2009
    • Buying Power of Gay Men Reaches $337 Billion, Lesbians $244 Billion
    • Table 9-2: Projected Growth in Gay and Lesbian Buying Power by Gender, 2004-2009

  • Major Geographic Markets
    • Leading Metro Markets Listed
    • Table 9-3: Metropolitan Areas with Largest Gay and Lesbian Populations, 2004
    • Gay and Lesbian Purchasing Power in New York Metro Area Totals $68 Billion
    • Table 9-4: Metropolitan Areas by Gay & Lesbian Buying Power, 2004
    • Gay Purchasing Power Concentrated in Metro Areas
    • Table 9-5: Gay and Lesbian Buying Power, Top 15 Metro Areas vs. All Other Areas, 2004

Chapter 10 Trends and Opportunities

  • Strategic Trends
    • “Will & Grace” Generation Will Continue to Drive Shifts in Attitudes toward Gays
    • Mainstreaming of Gay Culture Provokes Discussion
    • Younger Generation of Gays Begins to Change Profile of Gay Community
    • Under-25 Gays May Eventually Shift Direction of Gay & Lesbian Marketing
    • Many Gay Neighborhoods in Transition
    • Gay Consumers Have Same Expectations as Other Consumers
    • Growing Prominence of Gay Market Reflects Trend toward Micromarketing

  • Marketing Opportunities
    • Precise Segmentation Required to Take Advantage of Gay and Lesbian Market Opportunities
    • Possibilities Created by Moving Beyond Stereotypes
    • Gays Offer Trendsetting Opportunities
    • Marketers Can Leverage Technology to Reach Gay Consumers

Appendix I Definition of Terms
Appendix II Addresses of Selected Gay and Lesbian Market Resources

  • Advertising/Marketing/Market Research
  • Publications
  • Other Media
  • Organizations

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report